BT: We're killing the dabs brand. Oh and can customers re-register to buy on our site?

Come on, we'll give you free delivery for ages and ages and ages

BT is celebrating the 10-year anniversary of its dabs.com acquisition by dumping the online gadget souk's brand and “inviting” customers to re-register their trading account.

In a note to punters, the Brit telco monopoly confirmed that on 11 April it is taking the name outside to be shot, “moving forward with just our BT branded websites”.

“Although the dabs.com brand is retiring, our team aren’t. We’ll all still be here running BT Shop and BT Business Direct – they’re managed by the very same team,” BT said.

Don’t worry people, the service won’t be changing. Or is that a cause for concern? Either way, the company assured punters it’ll be “investing” in the site to make it better.

“We want you to join us on this journey,” BT implored. “In a really competitive market where there’s lots of choice, we’d like to say a big THANK YOU for choosing to shop with dabs.com in the past and hope we can continue to serve you in the future.”

With this in mind, BT told customers they’ll still be able to access their accounts to manage existing orders or organise returns, but as for ordering new products - nah.

“For new orders, we invite you register with BT Shop or BT Business Direct,” stated BT. There is a sweetener in that all deliveries will be free on all orders until the end of June.

One dabs customer said he used dabs for business purchases, “I actually found them pretty good but I’m not sure if I can be bothered to re-register a new account when there are plenty of alternatives.

“I think it’s a bit arrogant expecting all their customers to re-register on the new site, they must know they’ll lose a ton of customers, maybe they don’t care.”

dabs was founded in 1987 by entrepreneur Dave Atherton, who sold the business in 2006 for £24m. He is now a property developer.

Updated

A BT spokeswoman has sent us this statement:

“BT is combining its online electronics retailer, dabs.com, with its BT Shop website to focus on consumer sales under a single banner."

She said BT Business Direct's website will still operate separately to specifically sell to business customers, and that no jobs in the group will lost as a result of the rejig. ®